Utah Jazz, wall sponsored by Pura
2022, major content update 2024 · Delta Center, Salt Lake City
Creative Technology · Interactive Development
Revel, LED wall fabrication and installation
Overview
In the main concourse of the Delta Center, a 20-foot by 8-foot LED wall turns a naming-rights sponsorship into something fans actually play with. Built for the Utah Jazz and sponsored by home fragrance brand Pura, the wall cycles between sponsor and team video content and four interactive experiences driven by the movement of the crowd. It has been running since 2022, with a major content update in 2024.
The Experience
On a game night, the wall reads the concourse through two camera feeds and responds to everyone in front of it, whether that’s one curious fan or a hundred people streaming past at halftime. Four interactive experiences rotate through the schedule:
- Pura Inspired surrounds passersby with a particle system in Pura’s brand gradient, drifting and swirling in response to movement.
- Boom sends pressure waves rippling out as if from a giant speaker, with customizable colors and graphics.
- Jazz Inspired stretches words across the wall like an audio waveform, its motion following foot traffic from left to right.
- Flip Out builds the wall out of flipping tiles inspired by the Jazz logo, revealing custom graphics as fans move.
Between interactive moments, the wall plays scheduled video content, so it works as sponsor media inventory even when no one is engaging.
Interaction at Crowd Scale
A single camera can’t cover a 20-foot wall in a packed concourse, so the system seams two NDI camera feeds into one continuous detection zone. Every experience is driven by optical flow, reading the motion of the scene rather than tracking individuals, so the wall responds just as naturally to one person as to a hundred, with no mode switching required.
The cameras also had to live roughly 150 feet from the machine driving the wall, far beyond what USB cameras allow. PoE NDI cameras solved both power and video over a single network cable, keeping the install clean in a building where cable runs are long and access is limited.
Built Around the Sponsor
The wall exists because of a sponsorship, and the system is built to serve one. Pura’s identity shows up where it counts: a dedicated interactive experience in the brand’s gradient and scheduled slots for sponsor video content, alongside three experiences built on Utah Jazz branding. The Jazz creative team can adjust colors, upload new content, and schedule programming months in advance through a custom management interface, which is covered in more depth in the Utah Jazz / Delta Center case study.
Technical Specifications
- Display
- 20′ × 8′ LED wall in the Delta Center main concourse
- Cameras
- Two PoE NDI cameras, roughly 150 ft from the show machine, power and video over one network cable
- Render engine
- TouchDesigner
- Interaction
- Optical flow across two seamed camera feeds, one continuous crowd-scale detection zone
- Experiences
- Pura Inspired · Boom · Jazz Inspired · Flip Out, rotating with scheduled video content
- Management
- Custom scheduling and content management UI: colors, uploads and programming months ahead
- Fabrication
- LED wall fabricated and installed by Revel
- Run
- 2022–present · major content update 2024
More From the Concourse
What Else Is Possible
Most naming-rights placements are static signage. This one is a place people go. The same model works for any venue sponsorship: a wall that carries the sponsor’s identity, plays their media, and gives fans a reason to stop and play. And because the interaction reads motion instead of tracking individuals, it fits anywhere crowds show up in unpredictable numbers.